大数据营销:综述与展望

随着追踪消费者足迹能力的增强,营销科学正经历着一场大数据的革命.为了了解大数据背景下消费者行为和营销战略的改变,此项研究结合近十余年大数据营销的有关文献,梳理了大数据营销的相关概念,类型及分析方法,并提炼出搜索、移动、口碑、数字化、APP和社会媒体等50个大数据营销的热门主题.在此基础之上,分别从互联网、社会网络、移动互联网、大数据和人工智能等四个阶段对大数据营销的研究进展进行回顾,最后围绕客户旅程,营销活动的量化评估和营销分析技术的开发三个方面对大数据营销的未来研究方向进行展望.

Big data marketing: Review and prospect

As the capability of tracking consumer footprint is enhanced, marketing science is experiencing a revolution of big data. In order to understand the changes in consumer behavior and marketing strategy under big data era, this paper collects relevant literature on big data marketing in the past decade, sorts out the related concepts, types and analytical methodsp, and extracts top 50 popular subjects of big data marketing such as search, mobile, word-of-mouth, digitization, APP and social media. Based on these findings, we review the research progress of big data marketing through four stages including Internet, social network, mobile Internet, big data and artificial intelligence. In the end, the future research direction of big data marketing is discussed from the three aspects regarding customer journey, quantitative evaluation of marketing activities, and development of marketing analytics technology.